“…The remarkable progress at the policy level is that governments began to emphasize the driving effect of managers' psychological motivation in enhancing the effectiveness of environmental regulations (Campbell, 2007;Etzion, 2007;Papagiannakis and Lioukas, 2012). Since around 2000s, jointly driven by firms' operation demands and external pressures, researchers began to focus on firms' proactive environmental management behavior (PEMB), including proactive environmental strategy (Aragón-Correa and Sharma, 2003;Aragón-Correa and Rubio-López, 2007) and environmental proactivity González-Benito, 2005, 2006;Calza et al, 2016;Primc and Čater, 2016), to advocate voluntarily reducing the negative impact of their operations on the natural environment.…”